The ROI of patient empathy

empathyKEY TAKEAWAY: DTC is meant, at its basic objective, to get patients to ask for and fill a prescription for your product but today that’s not enough. Pharma needs to think beyond “marketing” and be more empathetic to patients who become lost in a world where healthcare is in transition. Continue reading »

Why layoffs are a bad idea for big pharma

images4I’m not sure that any other industry has been hit as hard when it comes to layoffs as the drug industry.  Since 2000, the pharmaceutical industry has cut 297,650 jobs, according to consulting firm Challenger, Gray & Christmas. For reference, that is about as many people as currently work at the three largest drug makers — Pfizer, Merck, and GlaxoSmithKline — combined.  In my opinion layoffs may be good for the balance sheet in the short term, but strategically they leave the drug industry with a void in talented people.  I’m not sure if the drug industry can ever recover from such a heavy handed tactic. Continue reading »

Ignoring digital insights

UnknownKEY TAKEAWAY: Biopharma DTC marketers should be using digital analytics to identify insights and optimize their marketing, but lack of staff and understanding is leading to wasted opportunities.  Continue reading »

Why pharma stocks took a beating yesterday

UnknownAccording to Fortune “the stock market was up on Thursday, but you wouldn’t know it if you were a health care investor. Pharmaceutical and biotech stocks were pummeled, diverging from the broader market for the first time in recent days.The weird part: There was no relevant news or obvious reason for the slump”. No obvious reasons????? Continue reading »

Pharma DTC ads not working like before

UnknownKEY TAKEAWAY: Consumers are not paying much attention to advertising today and among advertisers and ads they mistrust the most are DTC ads.  Are marketers going to continue to waste money with ineffective ads or are they going to fight to get it right? Continue reading »

How can biopharma attract, hold on to talent?

Unknown-1KEY TAKEAWAY: The biggest challenge facing the Biopharma industry is the continued exodus of talent from its ranks.  Great companies are made great, not just by products, but by great people who care about what they do and a desire to leave their organizations in a better place. Continue reading »

Access to online services increases, but not enough

UnknownDoctors’ offices are clearly enhancing patients’ opportunities to interact with the offices online. Since 2012, the number of patients who say their doctor offers a particular online communication service has increased across the board. Most notably, one quarter (25%, up from 17% in 2012) of patients now indicate they have online access to their medical record,  including doctor visits, prescriptions, test results and history. Email access to doctors has grown as well, from just 12% of patients indicating they had access in 2012 to one in five (19%) today. Continue reading »